Results 271 to 280 of about 115,949 (305)

Building Customer-based Brand Equity of Domestic Brands: Role of Brand Equity Dimensions

Metamorphosis: A Journal of Management Research, 2017
The purpose of this study is to develop a reliable scale for measuring the customer-based brand equity (CBBE) and empirically test Aaker’s model for determining the role of CBBE dimensions in building brand equity for local brands in the Indian smartphone market. A multistep study involving exploratory factor analysis and linear regression was used. A
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Ethical dimension of customer-based brand equity

International Journal of Business Excellence, 2017
Several authors have conceptualised customer-based brand equity (CBBE) to include few dimensions including brand awareness, etc., and a lot of studies have been undertaken in this regard. However, few studies have considered the effect of ethical dimension of brand to have an impact on CBBE.
Biplab Datta, Srabanti Mukherjee
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Customer‐based brand equity, equity drivers, and customer loyalty in the supermarket industry

Journal of Product & Brand Management, 2011
PurposeThe purpose of this paper is to measure consumer‐based brand equity in the supermarket industry and to identify the strategy drivers associated with levels of brand equity for consumers' typically patronized supermarkets.Design/methodology/approachA nine state survey of consumers was conducted to provide brand equity ratings of 22 national ...
Arthur W. Allaway, Patricia Huddleston, Judith Whipple, Alexander E. Ellinger   +3 more
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Brand credibility and customer-based brand equity: a service recovery perspective

Journal of Financial Services Marketing, 2021
The aim of this paper is to examine the impact of perceived justice on satisfaction with service recovery and how this satisfaction with service recovery can increase both Lebanese banks’ brand credibility and customer-based brand equity. The questionnaire was completed by a total of 403 bank customers.
Azzam Rifi, Rania B. Mostafa
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Measuring Customer Based Brand Equity Using Aaker's Model

Indian Journal of Marketing, 2013
Building a strong brand requires careful planning and a great deal of long-term investment. The most distinctive skill of professional marketers is the ability to create, maintain, enhance and protect brands. Brand equity being the added value of a product by virtue of its brand has both psychological and financial value for a firm. This paper attempts
R. Shashikala, A. M. Suresh
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An integrated model for customer equity estimation based on brand equity

International Journal of Market Research, 2020
Brand equity (BE) and customer equity (CE) are the two crucial and closely linked concepts in marketing research. This research outlines a new conceptual framework to explore the relationship between the critical elements of BE and CE. Furthermore, using marketing activities, the study quantifies the effect of these activities on CE.
Zahra Qorbani, Hamidreza Koosha, Mohsen Bagheri   +2 more
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Understanding (customer‐based) brand equity in financial services

Journal of Services Marketing, 2007
Purpose – The purpose of this study is to advance marketers' understanding of customer‐based brand equity (CBBE) within the context of a B2B financial service marketing setting.Design/methodology/approach – Two nation‐wide studies were used to investigate whether brands are in fact differentiated in the minds of the target audience; test two competing ...
Steven A. Taylor, Gary L. Hunter, Deborah L. Lindberg   +2 more
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Managing Customer-Based Brand Equity (CBBE) Through Brand Knowledge Management

2016
Brand management literature has lately started focusing on the management of intangible sources of brand performance. This transition has also become obvious from explicit to implicit brand management practices. Customer-Based Brand Equity (CBBE) is one of the areas that are of high concern to marketers and it deals mostly with subjective perceptions ...
Manqoosh ur Rehman, A. Rashid Kausar
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CUSTOMER-BASED BRAND EQUITY – AN INNOVATIVE APPROACH [PDF]

THE YEARBOOK OF THE “GH. ZANE” INSTITUTE OF ECONOMIC RESEARCHES, 2014
Brands are an integral part of today’s marketplace. The area of brand equity has received significant research attention in recent years. The fields of brand and innovation management are strongly interrelated. Innovation plays a significant role in establishing brand equity.
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Conceptualizing, Measuring, and Managing Customer-Based Brand Equity

Journal of Marketing, 1993
The author presents a conceptual model of brand equity from the perspective of the individual consumer. Customer-based brand equity is defined as the differential effect of brand knowledge on consumer response to the marketing of the brand. A brand is said to have positive (negative) customer-based brand equity when consumers react more (less ...
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